1. PLC & Branding

2. Pop Quiz!
In which stage of the Product Life Cycle (PLC) are aggregate industry sales & profits at their lowest?
Introduction
Growth
Maturity
Decline

3. Pop Quiz!
In which stage of the Product Life Cycle (PLC) is the promotions goal to increase awareness and stimulate trial?
Introduction
Growth
Maturity
Decline

4. Pop Quiz!
What outcome is best evidence of successful marketing strategies in the introduction stage?
A popular television commercial
Post-purchase satisfaction
Brand loyalty
Product trial

5. Pop Quiz!
Which of these ads is most likely to stimulate primary demand?

6. Pop Quiz!
Which of these ads is most likely to stimulate secondary or selective demand?

7. Pop Quiz!
Which of these ads is most appropriate for the maturity stage of the PLC?

8. Pop Quiz!
In which stage of the PLC do aggregate industry sales rise at the fastest rate?
Introduction
Growth
Maturity
Decline

9. Pop Quiz!
In which stage of the PLC do aggregate industry sales drop at the fastest rate?
Introduction
Growth
Maturity
Decline

10. Pop Quiz!
What outcome is best evidence of successful marketing strategies in the growth stage?
A popular television commercial
Post-purchase satisfaction
Brand loyalty
Product trial

11. Brand Personality
Defined as a set of human personality characteristics associated with a brand name
Consumers choose brands that are consistent with their own or desired self-image

12. Brand Equity
Defined as the added value a brand name gives to a product beyond its functional value
Doesn’t just happen – it is carefully crafted and nurtured by marketing programs “forge strong, favorable and unique customer associations” and experiences with a brand.

13. Brand Equity In-class Exercise – What is your brand? (worth 10 pts.)
Identify the PLC stage that your product is in.
Which is more important – stimulate primary or selective demand?
What personality traits should be associated with your brand in order for your target market to find it relevant?
Sketch out an advertisement or describe an event where the brand personality is expressed.